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Dont Be Fooled: 3 Common Email Marketing Misconceptions

By: Loren McDonald

Dont believe everything you hear. This wise old saying certainly applies to many things,
and email marketing is no exception. From spam legislation, lters, email client rendering
issues to response rates - there is frequently a lot of conicting and confusing information
oating around the industry. So in this months article we are going to try and straighten out a
couple of common misconceptions in email marketing.
Misconception: An incorrect interpretation or understanding. So with that denition in
mind, Ive whittled a number of misconceptions down to the three I hear propagated most
Never Use the Word Free
Dont Send Emails on Weekends
Improve Results by Growing Your List
While there are varying levels of truth to each of the above statements, they are not universal
truths. As some product warnings state, your results may differ. So lets look a little deeper
at these three commonly held email-marketing truisms.

Never Use the Word Free - Perhaps the most common misconception in email
marketing is that you should never use the word free.
By itself, the word free will not causes any of the major spam or content lters to reject your
email. (Though it is possible that some corporations or user-driven spam lters might be set
to delete emails containing the word free) So why then would you risk using free when
there is a chance, albeit small, your email might be ltered? Quite simply, better results. In
our experience across various clients, when used correctly, the word free can provide a
powerful boost to your results.
Not convinced? Ok, lets look at two popular spam content lters to see how they actually
work and treat your free-laden emails.

Spam Assassin - Spam Assassin is one of the leading test-based spam lters and many of
the large ISPs model their own lters after Spam Assassins test algorithm. The Spam
Assassin lter assigns points - positive and negative - to the content and coding of an email.
An email is run through the lter and is assigned positive points (in this case positive means
potential spam) and negative points (content and coding believed not generally used by
spammers). (A legitimate email that is ltered as a result of these positive scores is referred to
as a false-positive.) The score is totalled and if it exceeds a certain level it is ltered. Users
of Spam Assassin can change the test score values and determine the level at which emails
are ltered. It is generally believed that most companies/ISPs use a total score of around 10,
but that some may go as low as 4.
So, what does this mean when using free? Review the Spam Assassin list and you will see
that a number of phrases that use free do receive fairly high scores of 1 and higher. But
phrases commonly used by legitimate marketers such as free shipping, free e-book and
free white paper are not affected.
Microsoft Outlook 2000 Junk E-mail Filter - Outlook 2000 contains a default Junk lter that
looks for certain junk and adult content that when triggered automatically routes the email
to your Outlooks Deleted Items folder. This lter must be turned on and as a result it is
unclear how many Outlook users have activated this function. But unlike the test score-based
lters, Outlook uses a pass/fail method. This lter addresses a few uses of free, but the most
common usage that triggers the lter is the use of an exclamation point and free in your
subject line.
Your Take Away - Yes, you should be careful when using free in your email
communications - but when used correctly and strategically, you will generally see greater
results than by not using this powerful word. The bottom line - test, test, test. Additionally, to
help you navigate the complex world of spam lters, Email Labs has added a spam content
checker in the latest version of our application. This feature enables you to test your message
for potential problems prior to distribution.

Dont Send Emails on Weekends - In general, distributing your emails on Tuesday,

Wednesday or Thursday is a good rule of thumb. In fact, in a recent analysis of Email Labs

clients mailings, roughly 73% of all emails were distributed on those three days.
Additionally, about 64% of all messages were opened Tuesday to Thursday. Further, while I
dont have statistics to support this, I believe that most people (consumers) receive a greater
volume of spam email on weekend days than they do on weekdays.
So why would you ever send an email on the weekend, or even Monday or Friday? Putting
aside breaking news, announcements, daily newsletters and the like, weekends can be the best
time to motivate readers or customers to take a specic action.
Consider sports fans, music buyers, movie buffs, weekend sport warriors and others that may
be more likely to take an action on the weekend - when they are engaged in, or actively
thinking about, your product, service or content topic. For example, a sports-related client of
Email Labs tested sending its emails on Sunday mornings versus weekdays. While open and
click-through rates we sometimes higher for emails sent during the week, the emails sent on
Sunday always resulted in a higher number of transactions. The conclusion with this client
was that their customers were in a purchasing mood on the weekend, or early in the week
after receiving the email and by ordering early they could receive their merchandise in time
to use them on the ensuing weekend.
Additionally, depending on the frequency and content of your emails, distributing
consistently on a Monday, Friday, Saturday or Sunday will generally lead to strong results. If
subscribers come to know and trust that your newsletter will arrive every Monday at 5 p.m.;
or Sunday at 7 a.m., - your open rates are likely to be higher than if you distribute
inconsistently on Tuesday through Thursday.
Your Take Away - In general, Tuesday through Thursday are optimal days to send emails.
However, if your companys offering is relevant to your subscribers or customers weekend
lives, consider testing different distribution times on Saturday and Sunday. And try to
establish consistency so that you readers come to expect and anticipate the arrival of your

Improve Results by Growing Your List - Because of its lower distribution costs
relative to other forms of marketing, many email marketers mistakenly place too much
emphasis on growing the size of their email list. Obviously, increasing the size of your email

list is a good thing, but a quality list of active, interested and motivated subscribers/customers
is really the end game on which you should focus.
Lets take a look at some sample math.

In the simple example above, an online retailer selling products at an average order size of
$100 could see an increase of 28% in revenue by taking steps to improve relevance and
conversion. Consider taking steps to clean out the dead wood in your list, but at minimum,
reduce the energy you spend on your inactive members.
So how do you get more out of your golden subscribers/customers? Relevance! Here are a
few tips:
Switch to double opt in.
Never pre-check the sign-up boxes.
Deliver on whatever promises you make in the sign-up process.
Collect as much information on subscribers as you can that will enable you to deliver
segmented and personalize messages, without driving too many away from the sign-up
Segment your subscribers into a modest number of groups for which you are then able to
deliver relevant, targeted and personalized messages.
Test, test, test. Try different offers, formats, types of subject lines, distribution days/times
and other variables.
Dont stop at open and click-through tracking; use Web-site action tracking to accurately
understand what variables are driving the most desired actions.

Consider follow-up campaigns and trigger-based emails that are sent to subscribers when
they do or do not take a specic action such as not opening an email or clicking on a specic
Your Take Away: Focus as much, if not more, of your resources and energy on getting a
greater response out of your interested/motivated list members. Do take steps to build your
list, but place increased emphasis on quality and the collection of more demographic and
preference information that will enable you to deliver more targeted and personalized emails.

Keep tuning in to get more on Internet Marketing coming Saturday from Team Symbiosis